Panda Express
While leading the Panda Express brand creatively for 2+ years, we carved out a distinct spot for the beloved brand across TV, digital, OOH, social (including a brand new presence on TikTok), influencer and brand partnerships, and mobile games. Nearest and dearest to my heart was a hard-won tonal evolution that infused the voice with some much-needed CHEEK.
Most recently, we launched something we’d been urging the brand to do for ages—a full-tilt brand campaign; one whose center of gravity wasn’t the food itself, but the behaviors of the people who obsess over it. The fans who live, breathe, and ritualize Panda Express. The takeaway? However You Panda…Wok On.
Lunar New Year is a massive holiday in Chinese culture, so we made a massive deal out of it, invoking everyone’s favorite form of
good fortune to fête the Year of the Rabbit. Did we mention it was massively successful?
For the launch of Sizzling Shrimp, we made one of Panda Express’s best performing TV spots ever—
and with it, ushered in a new wave of appreciation for post-Millenium Glam Rock.
And for the launch of Beyond The Original Orange Chicken, we embraced the opportunity to give plant-based diners the dish they’d been dreaming of—
something so delicious it wasn’t just meatless, it was plant more.
Bucket list song choice.
